Chinese Shoe Enterprises Need To Master Core Technology If They Want To Make A Big Profit

On August 5, recently, domestic and foreign media widely reported that China's economy may have surpassed Japan and become the second largest in the world Economics Body. At this moment, all Chinese people should maintain a deep sense of hardship in addition to pride and joy.

American market The research company once "violently disassembled" an iPod media player, and then found that the cost of the iPad was 5% of China's salary, 15% of the United States patent And 40% of Japan's added value. "

The reason why Apple and Toshiba have a big share in the big profit cake created by iPad is that they have core technology, design and brand; The reason why we are fragmented is that we only provide cheap and almost no irreplaceable labor force in the whole value chain creation process. For a large country with a population of 1.3 billion and an economy that has become "the second largest in the world", "5%" is obviously not our ultimate goal. China must have its own innovation ability, its own core technology and its own world-class brand.

In the context of globalization, the difference in the position of a country in the international division of labor results in the difference in the position of the world industrial value chain. A similar situation also exists in the footwear industry. For a period of time, China has been a raw material processing place for major brands in the world, mainly engaged in processing trade and OEM production, and relied on price competition to seek survival and development. The survival space of OEM shoe enterprises is becoming increasingly narrow, unable to achieve long-term sustainable development. Therefore, OEM shoe enterprises can only create their own value by taking the road of independent brand and using independent intellectual property rights.

However, if Chinese shoe enterprises want to establish their own brands, the insufficient protection of funds and intellectual property rights, and the lack of cultural atmosphere make the brand road of Chinese shoes appear difficult and unusual. To overcome these three hurdles, Chinese shoe enterprises should start from the following aspects.

Close to the capital market and solve the problem of difficult funds. For most shoe enterprises in China, approaching the capital market is an important way for enterprises to obtain large amounts of capital. The shoe enterprises can solve the problem of difficult funds through financing, which can really improve the industrial operation of enterprises. At the same time, shoe enterprises can also focus on venture capital. To win the favor of venture capital, it requires that shoe enterprises have high corporate reputation. Enterprises should first improve their internal skills, start from a small age, and determine the business model first, then test it, and finally verify it.

Own independent intellectual property rights. In the era of knowledge economy, intellectual property rights, as a strategic resource for an enterprise to improve its core competitiveness, highlight its unprecedented importance. Due to the development of international economic and cultural exchanges, intellectual property rights, as a kind of spiritual wealth and intellectual achievements, also have liquidity, so it is particularly important to protect intellectual property rights. Facing the shoe market with huge consumption potential, major shoe enterprises are committed to brand building in order to compete for this market cake. No matter in terms of product style design, function and utility, or technical materials, shoe enterprises have invested a lot of money and energy in research and development, striving to create a unique product personality or image with superior technology, so as to be unique in the market and attract consumers' love and purchase. However, some mercenary shoe enterprises are unabashedly seizing the crystallization of these knowledge and then using these technologies in their own products to make huge profits. However, those shoe enterprises who have worked hard to create technological achievements have no choice but to lose the advantage resources they have been digging hard because they have not applied for intellectual property protection. Shoes enterprises should take effective measures to strengthen the confidentiality of technology and properly protect intellectual property rights. In case of infringement, they should communicate with relevant enterprises in a timely manner. If negotiation fails, they should resolutely use legal weapons to protect their rights and avoid greater losses to enterprises.

Strengthen the cultural connotation of shoe enterprises. Brand culture is the sum total of the values and business activities such as business concept, values and aesthetic values condensed in the brand. The brand with rich cultural connotation meets the emotional demands of consumers with its distinctive personality and unique image, stimulates the emotional experience of consumers, enables them to obtain psychological and emotional satisfaction, triggers the love and preference for the brand to form loyalty, thus improving the brand influence, effectively enhancing the huge added value of the brand, and forming a strong brand.

Shoe enterprises should correctly position their brands through a series of professional market research, which is an important part of determining whether the brand can deliver cultural information to target consumers. Secondly, various symbols, names, trademarks, product advertisements, sponsorships, etc. are also part of brand culture. Shoes enterprises should explore the emotional attraction of brand products to consumers, improve brand marketing mix, and convey brand culture to the market with the help of smooth sales channels and flexible marketing strategies, so that consumers can feel a cultural emotion that the brand is intended to express, So as to produce emotional resonance, when consumers purchase brand products as the emotional support, then the brand culture will be successfully established